Students who have acquired basic marketing concepts and are involved in marketing activities in their daily work will learn through this course how to use as their marketing strategy the customer journey map, which has become a standard tool for marketing management. Through case studies and fieldwork, students will explore how to build a brand and tie it into marketing practices.
This course is intended for marketing managers or those who want to find such a position — those with curiosity and imagination are welcome to attend. To maximize the learning effect for all, students are required to have completed the recommended preliminary courses or have equivalent knowledge and practical experience.
Session A THEME: Growth strategies for brand businesses and the process of rebuilding brands
CASE: Harley-Davidson：Rejuvenating an Iconic Brand
Session B THEME: Growth strategies for brand businesses and the process of rebuilding brands (continued)
CASE: Harley-Davidson： Rejuvenating an Iconic Brand
Session A THEME: Understanding the significance of customer journeys to the marketing strategy
CASE: N/A
Session B THEME: Understanding the concepts of personas and moments of truth
Session A THEME: Fan Marketing using the Best Customer Experience Value
CASE: Yamatomichi: Branding That Creates Core Fans
Session B THEME: Fan Marketing using the Best Customer Experience Value (Continued)
Session A THEME: Product Development and Branding Based on Customer Co-creation
CASE: Glossier: Co-Creating a Cult Brand with a Digital Community
Session B THEME: Product Development and Branding Based on Customer Co-creation (Continued)
CASE: AccorHotels and the Digital Transformation
Session A THEME: Understanding the concept of customer-centricity
CASE: Japan Airlines: A Customer-centric Transformation
Session B THEME: Understanding challenges and solutions in implementing customer-centric approaches
Session A THEME: Practicing marketing strategy planning using customer journeys
Session B THEME: Practicing marketing strategy planning using customer journeys
